Page 22 - The Brand 2019
P. 22

                KEY DATES
OF THE BRAND
THE BIRTH OF A BRAND, THE BEGINNING OF THE EVERLASTING LOVE STORY BETWEEN LANCÔME AND WOMEN.
Armand Petitjean wanted to create something for every woman, and so it follows that his first creation was a collection of five thoroughly feminine perfumes: Tendres Nuits, Bocages, Conquête, Kypre and Tropiques.
1935
 The boldness of the collection would win a double medal at the Brussels Universal Exhibition.
Armand Petitjean orchestrated Lancôme’s first appearance with great skill and five surprising perfumes for the times; their richly baroque packaging was at odds with the then fashion for minimalism. Housed in ornate, gilded bottles and embellished with orchids, green forests, or edged with cargo ropes, Tropiques, Conquête, Kypre, Tendres Nuits and Bocages were a snub to the ascetically geometric Art Deco designs of the moment.
As their creator, Georges Delhomme, would later state:
During the thirties, less of anything was all the rage. In your apartment, nothing on the walls. If you had a new painting, you would show it to visitors, then put it away. Perfume bottles were square or rectangular, flat surfaces. We wanted to do the opposite.”
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